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Ad Age
April 20, 2016

When it comes to recycling, toiletry bottles get no respect, as Unilever sees things. So, just in time for Earth Day on Friday, the company is reupping its commitment to its “Rinse.Recyle.Reimagine” campaign, complete with social media images of Unilever bathroom bottles holding up little picket signs to protest how overlooked they are compared to their kitchen counterparts. Candace Cameron Bure, Emmy-nominated co-host of ABC’s “The View,” will lead a team of “influential voices to stand up for the forgotten bathroom bottles,” according to Unilever. The effort extends Unilever’s national sponsorship of the “I Want to Be Recycled” public service campaign, begun in 2013. Created by Keep America Beautiful and the Ad Council, the effort has gotten more than $123 million in donated media support and been seen or heard by nearly 40% of the U.S. population, according to Unilever, whose involvement helps explain why the generic body-wash bottle that does get recycled in one ad looks so much like Dove Men+Care. Read more.